A. Assess and fully critique the success of Canadian Club’s repositioning strategies used in the case. Use brand theories and concepts to evaluate the company’s branding strategies listed in the case.

According to Keller(1993) the effective brand positioning gives a brand a competitive advantage or “unique selling proposition” that determines a reason why consumers are buying this product or service (Keller, 1993). Similarly, Kay (2004) argues that brand’s strength depends on its successful positioning within consumers’ mind. Furthermore, it is claimed that strong brands should possess “difference” and “consistency”, however the difference should be meaningful for consumers. In the case of Canadian Club whisky it aimed to differentiate its quality and uniqueness through exciting advertising campaigns such as “Adventure Series”, “Hide A Case”, “CC Find-A-Case Challenge” or “Damn Right Your Dad Drank It”.

Also, Keller (1993) claims that brand knowledge consists of brand awareness and perceived brand image among consumers. Brand image is further divided into favourability, strength and uniqueness of brand associations. Therefore, in the case of Canadian Club a brand image is conveyed through unique and distinctive experiences that consumers associate with a brand. For example, introduction of “Adventure Series” advertising campaign in 1920s aimed to increase CC’s global sales whilst showcasing print ads of travellers going to remote locations all over the world and performing brave actions. After that they were relaxing with a glass of CC. As a result a brand’s image is distinctive from the category as it appeals to its target audience as a unique and exclusive drink associated with adventures. Also, it benefits consumer experientially.

In addition, Keller (1993) claims that developing a brand equity requires four value stages: marketing program investment, customer mind-set, market performance and shareholder value (Keller, 1993). Furthermore, marketing program should be clear, relevant, distinctive and consistent throughout all the marketing communications. For example, CC introduced “Hide-A-Case” campaign in 1967 which aimed to challenge drinkers to search for bottles of Canadian Club kept hidden at remote locations all over the world. CC cases were hidden in places such as the Swiss Alps (Switzerland), Mt.Kilimanjaro (Tanzania), Angel Falls (Venezuela) etc. Therefore, the campaign was interactive and engaging which is another distinctiveness for the category. Also, the campaign was communicated through the hints of where to find CC cases published in magazine ads or sport pages in daily newspapers. Therefore, it was relevant for targeted audience and consistent throughout all the communications.

Other campaigns involved “CC Find-A-Case Challenge”(1981) and “Find A Case Challenge”(2004) which were similar to earlier launched “Hide-A-Case” campaign, however CC cases were hidden in locations such as in Death Valley in California, on top of a skyscraper in New York City, etc. Also, the campaign involved a form of contest where teams were participating in 7 different fun-filled events or games assessing their physical and mental skills like CC Poker Run, Roll the Barrel, CC Hockey Challenge etc. The winning team was awarded of US 10000. Hence, all these campaigns were interactive, engaging and communicating brand’s uniqueness and exclusivity to the target audience.

However, due to failure to address declining sales in 1990s the company had to develop new repositioning strategy for a brand. Therefore, they launched “Damn Right Your Dad Drank It” campaign aiming to expand their target audience into young male drinkers. The campaign was based on...

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INTEGRATED BRAND MANAGEMENT
SEMINAR PAPER
EXAMINING NOKIA’S BRAND IDENTITY AND POSITIONING
TONY TRUONG / 16757686
Introduction
This report will discuss the differences in branding strategies between Apple and Nokia with specifically with regard to the range of mobile products which both brands offer to their respective target markets. It will begin with a brief overview of the identities of both brands and how they have changed and evolved since being introduced, before exploring the equity of both brands using Keller's model, as sourced from his text Strategic Brand Management. (Keller 2013)
In addition, it will provide recommendations for a brand in Nokia’s position, again drawing upon elements from Keller’s brand equity model, as well as more specific details surrounding Nokia’s current place within the context of the modern smartphone market; a market that, it could be argued, is currently in a state of flux while also constantly expanding in various parts of the world, and which is still rife with opportunities for an established brand to re-emerge. (Einhorn 2014)
Apple brand identity and brandpositioning
Apple is known for its unwavering focus on style and simplicity, an approach which has allowed it to effectively...

...Source: BSE
1. | What is listing?
Listing means admission of the securities to dealings on a recognized stock exchange. The securities may be of any public limited company, Central or state government, quasi government or other financial institution/corporation, municipalities, etc.
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2. | What are the requirements for a PSU to get listed on BSE?
A company will have to meet the conditions prescribed under SEBI ICDR Regulations 2009 as well as minimum listing requirements prescribed by the exchange for seeking listing of its equity shares on BSE
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3. | What is an Offer Document? Is it compulsory to issue an Offer Document?
An ‘Offer Document’ is a document which contains all the relevant information about the company, promoters, projects, financial details, objects of raising the money, terms of the issue etc, which is issued for the benefit of prospective investors, and is required to be filed with SEBI and the exchanges(s). A company coming out with a Public Offer has to compulsorily issue an Offer Document.
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4. | What is the time taken for preparation of an Offer Document?
The time taken for preparation of the DRHP depends upon the size of the company, and the industry to which it relates. The period varies between 2 to 6 months.
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5. | Please explain DRHP/RHP/Prospectus
DRHP stands for Draft Red Herring prospectus, which is filed with SEBI and the Exchanges. SEBI makes the DRHP filed by companies available on its website for inviting...

...written permission from the author.
Brand awareness and brand image
Chuck Chakrapani
Building brand equity To build brand equity, we need to start with the building blocks of brand equity. They include brand awareness, and brand image or the associations that a brand evokes. Brand awareness Brand awareness has two components: breadth and depth. Let us first consider depth . While a consumer may be aware of many brands, all brands are not equal in terms of awareness. The depth of awareness may vary and this may have profound implications for brand equity. For instance, a brand may be the first brand that comes to mind (top-of-mind recall ), or it may be one of the many brands mentioned by the consumer when asked (unaided recall ), or it may be recognized only when prompted (aided recall ). The breadth of a brand refers to its association with different consumption occasions. For instance, if Coke is associated with having lunch, going to the movies, relaxing with friends, relaxing alone, quenching thirst or watching TV, then it has a greater breadth compared to a brand of orange juice that may only be associated with being had at breakfast. Another way of looking at brand awareness is to view the...

.... POSITIONING
Suppose we are asked, ‘who makes the best instant coffee?’ Next , we are asked, “who makes the next best?’ there can be a number of brands which are next best, but only one brand that is the best. In a number of product categories like TVs, cars, personal computers, paints, razorblades, soaps and so on, we have our favourite brands or marketer. The top slot achieved by the brand in our mind is called itsPositioning. It entered our mind on account of communication through advertising, word of mouth, product performance and other factors.
Thus, Positioning is the outcome of our perceptions about the brand relative to the competing brands.
3.1 BRANDPOSITIONING
Aaker defines brandpositioning a “part of brand identity and value proposition that is to be actively communicated to the target audience, and that determines an advantage over competing brands” By definition, brandpositioning involves defining the core idea that the brand stands for in the minds of customers.
3.2 POSITIONING STATEMENT
It is essential to have complete brand identity and value proposition. Positioning Statement culled from it for communication....

...Theory Discussion
1.1 Brand:
The American Marketing Association defines a brand as a "Name, term, design, symbol, or any other feature that identifies one seller's good or service as distinct from those of other sellers."
A brand can take many forms, including a name, sign, symbol, color combination or slogan. For example, Coca Cola is the name of a brand make by a particular company.
1.2 Local brand:
A localbrand is a brand that is sold and marketed (distributed and promoted) in a relatively small and restricted geographical area like a country. It may be called a regional brand if the area encompasses more than one metropolitan market. It may also be a brand that is developed for a specific national market; however an interesting thing about local brand is that the local branding is more often done by consumers than by the producers.
1.3 Brand elements:
Brands are spread through various elements:
* Name: The word or words used to identify the company, product, service, concept
* Logo: The visual trademark that identifies the brand
* Tagline or Catchphrase: "The Quicker Picker Upper" is associated with Bounty; "Can you hear me now" is an important part of the Verizon brand.
* Shapes: The distinctive shape of the Coca-Cola bottle or the Volkswagen...